Course Details

BMT559 Marketing Planning and Development

This course deals with the ability of firms to relate themselves profitably to the market in which (1) they sell their goods (i.e., to their customers) and (2) they purchase necessary inputs (i.e., from their suppliers). This requires first that the structures of these markets be described and analyzed and that their impacts on the marketing structures and activities of firms be determined. Then, techniques for forecasting changes in these markets (market research) must be presented and related to required changes in marketing structures and activities. Finally, techniques for the actual organization content of required marketing activities must be presented. 3 Credits